News and Analysis
Meet the Robotproof Leader: An Interview with Matt Robison About Boosting Product Sales
Matt Robison is the Founder & CEO of a marketing agency called Robotproof. The company is aptly named because he has a unique perspective on how to boost product sales by entertaining and engaging humans — and training the people who sell to them — at multi-location retailers. Robotproof’s primary focus is experiential marketing — […]
How Retailers Are Getting More Mileage from Curbside Pickups
With the pandemic firmly in the rearview mirror, consumers have returned to stores en masse. Surveys show that shopping behaviors in 2023 are not all that different from 2019 — with a few big exceptions. Online shopping continues to be more popular today than it was before the pandemic, and BOPIS—buy online, pickup in-store—has also […]
BOOM: Beyond the Barbells (MULO Specialty Gyms Abound)
We live in a world obsessed with longevity and fitness. Exercise has long been a big business. The fitness industry had its renaissance in the 1970s and 80s when the widespread adoption of TV and insights into the role of working out in battling heart disease gave rise to the practices of aerobics and yoga. […]
Commentary
How Privacy Will Change Digital Marketing This Year
The marketing industry finds itself facing the most significant disruption since the inception of digital: privacy changes, especially the end of third-party cookies. Google Chrome is inching closer to Deprecation Day for the third-party cookie, and though we still don’t know exactly when that is, the digital marketing industry is preparing to pivot in fundamental […]
Youth League Marketing Is a Bigger Opportunity than the Super Bowl
Few brands take advantage of the lucrative, more accessible sports marketing opportunities available at local youth leagues. These can make a big impact.
3 Big Tech Predictions for 2021
Welcome to 2021: another year where everything will change faster than ever. Speed will define the year, as it did in 2020. Consumer behavior is rapidly shifting, and the big tech firms that define the e-commerce landscape are becoming more agile as a result. Amazon, Apple, Facebook, and Google aren’t going to slow down even […]
Latest Posts
Hyperlocal Device Targeting Should Be Part of Your Advertising Strategy
True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts.
If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.
Can a Pandemic Inflect Local Commerce Tech? Part II
What about the tech adoption accelerants happening on the supply side? Tech giants who provide marketing and operational tools for local businesses have been in hyperdrive over the past few months to roll out new Covid-era features.
Here are three areas where we’re seeing the most activity … and where we could correspondingly see the most local business evolution.
The Essential Data Requirements for Successful Developers
Leading brands and local businesses alike rely on innovative business and consumer data to market their products, sell directly, and advertise through multiple channels, including social media, display, email, and direct mail.
Tech companies rely heavily on data to support search and navigation, location analytics, risk assessments, and more.
While use cases might be different, here’s what all companies and their product developers should look for when evaluating the data that will fuel their solutions.
AI’s Promise and Challenges for Martech
In this article, we will discuss the ways artificial intelligence is changing marketing and why this marks a positive change. This article will also discuss how metadata can be more revealing than event data itself when collected and analyzed in aggregate, and why making all this data functional is the main strength of AI technology.
As Delivery Market Consolidates, Affiliate Marketing Gets Sophisticated
Uber’s recent decision to acquire Postmates for $2.65 billion was just the beginning. As the delivery market consolidates, there will almost certainly be rising demand for pay-for-performance marketing products that help these companies strike a balance between volume and profitability.
One of the latest examples of this is the launch of Actionable Intelligence, a product by Button that gives marketers the ability to target and test high-value audience segments with personalized offers.
The Problems with a Band-Aid Approach to Data Governance and Compliance
As more privacy laws pop up, blanket policies and compliance band aids could result in brands cutting away 20% to 40% of the data they would have previously collected. A big portion of that data is likely usable in different scenarios, but a failure to operate at the edge means that brands are cutting away portions to be on the safe side.
Rather than jettison huge chunks of data because it may not be compliant, the industry needs to adopt granular data governance controls that provide a view into the circumstances of every piece of data.
How Advertisers Can Turn the Facebook Boycott into a Transformative Moment
It would be helpful if about 20 of the large brands boycotting Facebook put their money where their mouth is and invested in the establishment of a data and publisher sharing network.
The next step would be identifying the media publisher outlets as partners. The co-op would need to negotiate a performance-based publisher relationship, which would effectively increase content monetization for publishers’ content channels.
How Email Marketing Will Evolve in the Next 5 Years
With a tool that enables us to reach millions of potential customers with the click of a button, it’s tempting to send out mass promotional emails that reach the maximum number of people possible, but besides having been done to death, that means missing out on huge opportunities. Over the years, email marketing has steadily been moving away from the newsletter and promotional blast to behaviorally driven, event-triggered, one-to-one messaging. In one word: personalization.
Location Weekly, Featuring Co-Founders of Geofencing Platform Bluedot
In this episode of Location Weekly, the Location-Based Marketing Association covers Fit:Match teaming with Brookfield for virtual fitting rooms in malls; Walmart, Cadillac, Fairview, and others transforming parking lots into virtual cinemas; and Uber buying Postmates for $2.65B. The team also hosts Emil Davityan and Filip Eldic, co-founders of Bluedot.
6 Ways to Use Martech Tools for Covid Compliance
Different industries are looking to manage the spread in different ways. For retailers, that might mean using artificial intelligence to make sure customers are following social distancing rules inside their stores. It might also mean using location data, beacons, and other mobile technologies to track where consumers are going during shutdowns or monitor employee compliance with local Covid regulations.
It’s worth noting that this is a sector that is evolving at breakneck speed. These are just a few of the ways the martech community is using its technology for Covid compliance right now.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem